This week we learned about Quality Score and how Google decides if your ads are relevant. The thing that stuck with me is that Quality Score is mostly Google checking that your keyword, your ad, and your landing page all say the same thing. When they match you get a better score, and when they drift apart the score drops.
I saw this on my project. When I switched chooseamovie.app to a freemium model my ad copy still talked about paying to start, but the new site let people sign up and rate movies for free. They no longer lined up. I rewrote the responsive search ad until the messaging matched what the site actually does, and the ad strength went back up to Good.
I also moved my main ad group to exact match because broad match was pulling in close variant searches that I didn't want. Quality Score went from feeling like a grade to feeling like a signal that my pieces fit together.